Sports stadiums are a sweet spot for digital signage. With thousands of fans in one location for hours, a stadium with bright lights and whooping fans offers many points of interaction from vendor stands, advertising networks, wayfinding, and much more.

Static billboards were once the norm at sporting events, but that’s changing. Digital signage offers fresh perspective, hot videos, and even interactive options for game-goers.

For many stadiums, implementing digital signage isn’t just bringing them to a new level of engagement and showmanship: it’s a large revenue stream.

Here are a few of the possible points of interaction guests at a sports arena would interact with your digital signs:

1) Wayfinding

If you’ve ever stepped foot in a stadium the size of a small city, you might have felt extremely overwhelmed.

Or lost.

The MetLife Stadium in New Jersey underwent a digital signage facelift in 2013, which included interior pedestrian wayfinding signage.

The signage allows for easy circulation of fans within the sports stadium’s passageways. In the parking lots, a similar strategy relieves traffic and guides drivers in and out of the stadiums parking areas with ease.

When a mass of people (up to 82,000 in the MetLife Stadium on a good day) can be directed without incident, it makes for clear paths and happy people.

2) Advertising Networks

Videos, motion graphics, even music can capture an attendee’s attention a lot quicker than a weathered banner. But the beauty is in advertising partnerships many stadiums have with vendors to display their ads at key points in the stadium: food stands, urinals, or at wayfinding kiosks.

The Air Canada Centre in Toronto understood these possibilities, and in 2009 invested in more than 300 digital signage screens that kicked off a digital signage campaign that billed out at approximately $3 million dollars.

The screens boasted a digital content strategy that offered more than just ads and hard-core hockey players, it shared a full content model and business strategy that, if looped regularly, could pay off the $3 million dollar price tag within two years.

3) Menu Boards

Digital Menu boards will soon be the norm in every sports stadium and sports arena across the land.

At least we think so.

At Portland’s Rose Garden Arena in Oregon, Digital signage was installed to improve menu presentations. The installation increased concession sales, which is what any good hot dog vendor would want.

Home to the Portland Trail Blazers, the massive stadium is host to indoor events like ice hockey, rodeos, circuses, conventions, ice shows, and concerts.

Ovations Food Services is the official food and beverage concessionaire for the Rose Quarter venues, but they were feeling a little outdated when it came to how they displayed their menu choices.

In 2009, they got their first digital signage upgrade after all of the facility’s concession stand screens that displayed a loop of menu content on DVD players were ripped out.

They were replaced with 250 LCD screens that could be updated at any time. No more looping. Just lots more food sales.

4) Outdoor Schedules For Upcoming Games

When attendees show up to a game, stadium owners don’t want it to be for the last time. They want attendees to keep coming.

Showing incoming and outgoing visitors when upcoming games are scheduled is a great way to do that. Outdoor signs that boast game times and ticket specials can increase ticket sales.

When positioned correctly, it can also attract area drivers. A banner tied to the front of the stadium can’t achieve that kind of pull.

5) To Host Concerts / Entertainment

I don’t listen to Alan Jackson.

Frankly, I didn’t know who he was until I started writing this post. But for those who do, they know that he puts on a killer concert evoking squeals, screams, and hollers that create a massive buzz in any venue.

He did it at Hartman Arena in Wichita, Kansas in front of 6,500 raving fans. Not one person missed out on his country twang, thanks to the arena’s public debut of their freshly installed digital signage network.

The most amazing thing was that the signs were controlled by IT geniuses more than 200 miles away.

Three major digital signage applications were implemented when the network was installed: a video wall, concourse digital signage, and miscellaneous signage.

To greet visitors, a six-panel video wall built on 52-inch LCD monitors was installed.

And Alan Jackson could be seen on every one.

Makes you kind of want to go see a concert in a big ‘ol stadium, doesn’t it?

6) In Executive Suites

You can’t have an executive suite without all of the latest bells and whistles. Team owners and their visitors should be able to enjoy the game up close and personal.

When the weather isn’t cooperating or the executives choose to smoke a cigar over a dry martini on a cozy couch, the executive suites are the answer.

Personal viewing rooms allow for meetings to take place, even during the game. Digital signage is savvy, showy, and intelligent. All the more reason to keep your executives happy with top-notch technology.

Some popular options for the suites are: menus, interactive games, and advertising for booking company suites for the season.


In the end, digital signage in sports stadiums and arenas elevate the fan experience. With a digital shift happening in how we view sports, these large venues need to step up with digital signage if they want to continue to fill their seats.

When seats are filled, sponsorships increase. And when sponsorships increase, a venue’s bottom line increases.

From displaying player statistics and video headshots to sharing instant replays, attendee engagement increases when a big screen can show them what they might have missed while they were out buying nachos because they saw them earlier on a digital menu board.

Back in the corridors where vendors are ready with frothy beverages and steaming hot dogs, stadiums also see a revenue increase when these enticing images are shared on digital menu boards.

But the buck doesn’t stop there.

Banners are being torn down and replaced with revenue-driving digital screens, both on the field and in stadium corridors. Sponsorships are doubling, even tripling, making the idea of digital signage even more attractive to stadiums that haven’t yet fully implemented the technology.

If you haven’t been to a sporting event in a long time (or ever), grab some tickets and make a night of it. Even if your not a sports fan but are a digital signage fan, it might be worth the trip to see how your home stadium is playing the digital signage game.

How does your home stadium use digital signage? Does it lack any of these uses?